The Study Of Marking Strategy Of Chery Exploring Brazil Market

Recent years, the sales of own-brand vehicles are growing steadily in our domesticmarket and both the brand and product quality has been greatly improved. At the sametime, many foreign enterprises are optimistic about our stable marketand more and moreforeigners invested in manufacturing in china. As a result, the domestic marketcompetition is becoming more intense and our domestic enterprises’profit becomes lower.In order to exist for a longer time, it is necessary for our domestic companies to exploreforeign market to get more profit. Meanwhile, with the trend of economic globalizationrising increasingly, our enterprises limited to domestic market can’t meet therequirements of the market economy. It is a necessary route to enter foreign market toachieve our own development and growth. Luckily, some own-brand vehicles, such asChery, JAC, BYD and so on, have already explored the foreign market. But some ofthem meet some difficulties.This paper takes the Chery exploring Brazil market as an example, andappliesinternational marketing theory to practice, so as to have a better understanding ofinternational marketing and provide some reference and experience to other companiesthat have eager to enter international market.There are two parts in this paper. In the introduction part, a general introduction ofbackground, significance, research methods, innovation and inadequate is made. Thenext part makes a contrast of the market environment, such as the economy, politics, law,population, natural resources, cultural habits and so on, between China and Brazil, andexplain the reasons why Chery chooses to enter Brazil market from domestic andinternational perspective. Then this paperanalyzed the international marketing strategy,including productstrategy, pricing strategy, promotion strategy, distribution strategy,whichChery used in the Brazil market. Finally, a comment of the strategies that Cheryused to enter Brazil market was made and gave some suggestions to Chery which mayhelp to improve the market share of sales in Brazil.